DEFINING THE Presented by

Dr. Archana Sarkar

RESEARCH PROBLEM Asst. Professor (FMS, IIIM)

 WHAT IS A RESEARCH
PROBLEM?
•A research problem, in general, refers to some difficulty which
a researcher experiences in the context of either a theoretical or
practical situation and wants to obtain a solution for the same.
 SELECTING THE PROBLEM
The following points may be observed by a researcher in selecting a research
problem or a subject for research:
(i) Subject which is overdone should not be normally chosen, for it will be a
difficult task to throw any new light in such a case.
(ii) Controversial subject should not become the choice of an average researcher
(iii) Too narrow or too vague problems should be avoided.
(iv) The subject selected for research should be familiar and feasible so that the
related research material or sources of research are within one’s reach. (contact
subject expert, read articles/literature published, discussion with others)
(v) The importance of the subject, the qualifications and the training of
a researcher, the costs involved, the time factor are few other criteria
that must also be considered in selecting a problem
 (vi) The selection of a problem must be preceded by a preliminary
study. This may not be necessary when the problem requires the conduct
of a research closely similar to one that has already been done. But when
the field of inquiry is relatively new and does not have available a set of
well developed techniques, a brief feasibility study must always be
undertaken
NECESSITY OF DEFINING THE
PROBLEM
Quite often we all hear that a problem clearly stated is a problem half solved. This
statement signifies the need for defining a research problem.
A proper definition of research problem will enable the researcher to be on the track
whereas an ill-defined problem may create hurdles. Questions like:
What data are to be collected?
What characteristics of data are relevant and need to be studied?
 What relations are to be explored.
What techniques are to be used for the purpose? and similar other questions crop up
in the mind of the researcher who can well plan his strategy and find answers to all
such questions only when the research problem has been well defined.
 TECHNIQUE INVOLVED IN
DEFINING A PROBLEM
(i) Statement of the problem in a general way:
First of all the problem should be stated in a broad general way, keeping in view either some
practical concern or some scientific or intellectual interest.
For this purpose, the researcher must immerse himself thoroughly in the subject matter
concerning which he wishes to pose a problem.
In case of social research, it is considered advisable to do some field observation and as such the
researcher may undertake some sort of preliminary survey or what is often called pilot survey.
Then the researcher can himself state the problem or he can seek the guidance of the guide or the
subject expert in accomplishing this task.
Often, the guide puts forth the problem in general terms, and it is then up to the researcher to
narrow it down and phrase the problem in operational terms.
In case there is some directive from an organisational authority, the problem then can be stated
accordingly.
(ii) Understanding the nature of the problem:
The next step in defining the problem is to understand its origin and nature
clearly.
The best way of understanding the problem is to discuss it with those who first
raised it in order to find out how the problem originally came about and with
what objectives in view.
For a better understanding of the nature of the problem involved, he can enter
into discussion with those who have a good knowledge of the problem
concerned or similar other problems.
The researcher should also keep in view the environment within which the
problem is to be studied and understood.
(iii) Surveying the available literature:
All available literature concerning the problem at hand must necessarily be surveyed and
examined before a definition of the research problem is given.
This means that the researcher must be well-conversant with relevant theories in the field,
reports and records as also all other relevant literature. He must devote sufficient time in
reviewing of research already undertaken on related problems.
(iv) Developing the ideas through discussions:
Discussion concerning a problem often produces useful information. Various new ideas can
be developed through such an exercise. Hence, a researcher must discuss his problem with
his colleagues and others who have enough experience in the same area or in working on
similar problems. This is quite often known as an experience survey.
People with rich experience are in a position to enlighten the researcher on different aspects
of his proposed study and their advice and comments are usually invaluable to the researcher
(v) Rephrasing the research problem:
Finally, the researcher must sit to rephrase the research problem into a working
proposition.
Once the nature of the problem has been clearly understood, the environment
(within which the problem has got to be studied) has been defined, discussions over
the problem have taken place and the available literature has been surveyed and
examined, rephrasing the problem into analytical or operational terms is not a
difficult task.
Through rephrasing, the researcher puts the research problem in as specific terms as
possible so that it may become operationally viable and may help in the development
of working hypotheses
EXAMPLE; AT UNITED, FOOD
IS UNITING THE AIRLINE
WITH TRAVELERS
United Airlines, as other major airlines, had to deal with passenger
loyalty (management decision problem: how to attract more and
more loyal passengers). The broad research problem was to
identify the factors that influence loyalty of airline travelers.
The basic answer is to improve service. Exploratory research,
theoretical framework, and empirical evidence revealed that the
consumers’ choice of an airline is influenced by: safety, price of the
ticket, frequent-flyer program, convenience of scheduling, and
brand name.
 AT UNITED, FOOD IS UNITING
THE AIRLINE WITH
TRAVELERS
A graphical model stipulated that consumers evaluate competing
airlines based on factors of the choice criteria to select a preferred
airline. The problem was that major airlines were quite similar on
these factors. Indeed, "airlines offer the same schedules, the same
service, and the same fares.” Consequently, United Airlines had to
find a way to differentiate itself. Food turned out to be the solution.
Secondary data, like the J. D. Power & Associates' survey on "current
and future trends in the airline food industry," indicated that "food
service is a major contributor to customers’ loyalty." This survey also
emphasized the importance of food brands.
AT UNITED, FOOD IS UNITING
THE AIRLINE WITH
TRAVELERS
The airline's Marketrak survey told United Airlines that "customers wanted more varied
and up-to-date food.”
The following research questions and hypotheses may be posed.
RQ1: How important is food for airline customers?
H1: Food is an important factor for airline travelers.
H2: Travelers value branded food.
H3: Travelers prefer larger food portions, but with consistent quality.
H4: Travelers prefer exotic food.
AT UNITED, FOOD IS UNITING
THE AIRLINE WITH
TRAVELERS
Characteristics that influence the research design included the identification
of competing airlines (Delta, American, etc.), factors of the choice criteria
(already identified), measurement of airline travel, and loyalty.
This kind of research helped United Airlines define their marketing research
problem and develop the approach. Focus groups and surveys were conducted
to check customers' perceptions of food in United Airlines' aircrafts. The
results provided support for all the hypotheses (H1 to H4). United Airlines
then made a few changes: new "culinary menus," larger portions of food, new
coffee, and branded products (e.g., Godiva chocolates). This resulted in better
service, increasing customer satisfaction and fostering loyalty.
THANK YOU